What do the likes of Buddy Media do? In a nutshell, they help advertisers make sense of and manage social marketing campaigns. In demand, first of all, are social “listening” tools that analyze sentiment on services like Twitter. Companies want to understand what people are tweeting about them, be it positive or negative. They also want to be able to respond to customers who contact them via Twitter or Facebook. This is the specialty of Collective Intellect as well as another company, Radian6, that Salesforce bought for $350 million a year ago.